MJZ Director Steve Ayson, Goodby Silverstein Share "Nostalgia" In Liberty Mutual's Holiday Spot


Robert Goldrich
Thursday, Nov. 19, 2020


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Developed by Goodby Silverstein & Partners, this “Something to Help You Remember” campaign kicks off with a series of 30-second commercials, each opening with a spokesperson informing viewers that Liberty Mutual is going to use a tried-and-true advertising tactic to make its message memorable. The inaugural spot, “Nostalgia,” leans in to the holiday spirit by showing a family on Christmas morning. A boy is delighted when he unwraps a present to reveal that he’s received a Liberty Mutual Insurance policy customized to his family’s needs.

The spot is shot on a DVCAM to give a true holiday-home-video-shot-by-camcorder effect. Throughout the campaign viewers are treated to decidedly over-the-top versions of familiar ad tropes, such as slapstick humor, epic action sequences and tug-at-the-heartstrings nostalgia. Additional six-second ads will also run in digital channels. 

Steve Ayson of MJZ served as director on the campaign.


Client Liberty Mutual Insurance Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Danny Gonzalez, David Suarez, executive creative directors; Cam Miller, creative director; David Spradlin, art director; Craig Shervin, Josh Hacohen, copywriters; Leila Gage, director of broadcast production; Molly Troy, sr. broadcast producer; Bonnie Wan, head of brand strategy. Production MJZ Steve Ayson, director; Alwin H. Kuchler, DP; Michelle Derrick, production designer; Emma Wilcockson, exec producer; Janet Nowosad, head of production; Ed Callagan, producer. Editorial Rock Paper Scissors Carlos Arias, editor; Ashley Tantillo, assistant editor; Eve Kornblum, managing director; Taylor Colbert, Julianne Watson, producers. VFX/Finishing The Mill Hillary Thomas, exec producer; Bret Aros, associate producer; Mike Cimino, VFX production coordinator; Dan Dixon, shoot supervisor; John Leonti, creative director; Tim Rudgard, 2D led artist; Ed Boldero, 3D lead artist; Ben Smith, Jake Albers, Abigail Riegel, Dylan Streiff, Yukiko Ishiwata, Shauna Prescott, Marisa Chin, 2D artists; Alice Panek, Omar Taher, Micahel Lori, Elizabeth Hammer, Troy Barsness, Ashwani Patel, Ghattamaneni Prakash, Indrajeet Kumar, Matthew Bell, Sameer Dhumal, Vinayak V, 3D artists; Itai Muller, matte painting; Patrick Kipper, motion graphics; Kevin Diaz, Valerie Chernysh, art department. Sound Heard City Keith Reynaud, sound design & mix; Sasha Awn, exec producer.

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